CES is the premiere showcase for consumer electronics companies, but the pervasiveness of technology throughout the global economy has drawn in other companies such as retailers that sell advertising. They have vast troves of consumer data that are helpful to marketers seeking to reach the right audience at the right time.
“One of the things that I’m particularly excited about for CES is we have an opportunity to really showcase our store footprint and what we do in our retail locations,” Paul Lentz, executive director and head of strategic development at CVS Media Exchange (CMX), said in this interview with Lisa Granatstein, editorial director of Beet.TV.
“A huge proportion of the transactions for CMX, our retail media network, do not happen online. They happen in our 9,000 stores across the U.S.,” he said.
The drug chain plans to showcase its capabilities at a location on the famed Las Vegas Strip.
“We’re going to be able to take some of our suppliers and really walk them through some of the things we’re able to do in store to bring their message to consumers in our stores to help them on their health and wellness journey,” Lentz said.
CVS is speaking with advertisers at CES about their audiences and tools to engage consumers in stores.
“We are talking to all of our partners, particularly advertisers, to really show a lot more about what we’re doing with our self-service audio platform,” Lentz said. “There’s a lot of ears inside those 9,000 stores every day that have a great opportunity to reach right through our self-service component.”
You’re watching “The Road to CES 2025: It Starts with Consumers”, a Beet.TV Leadership Series, presented by Epsilon. For more videos from this series, please visit this page.
